Gain an understanding of how graphics and better organizing information can have a positive impact on target audiences. Hear case studies from your own backyard about marketing challenges organizations faced and how they were solved in a creative manner with the use of re-purposing content.

2. » Overview of content marketing
» Early content marketing successes
» Why content marketing is effective
» Best practices
» Travel-related content marketing campaigns

3. Content marketing is a strategic marketing approach
focused on creating and distributing valuable, relevant,
and consistent content to attract and retain a clearly
defined audience — and, ultimately, to drive profitable
customer action.

5. “Rather than talking to consumers, we’re shifting to
speaking with them using attention grabbing content
that adds value to their lives by providing them
information at the right time in the right context. “
-Davide Beebee
Head of Marriot Hotels Content Marketing Studios

6. Objectives Audience Story Distribution Metrics

7. » Solidify Mayo’s brand position as experts
» Keep Mayo’s brand top-of-mind
» Generate leads for newly opened Mayo Sports
Medicine Clinic in downtown Minneapolis
» Familiarity: Want to increase consumer
perceptions of being “familiar” with the
Mayo Clinic

8. » Find a way to demystify the Mayo Clinic – to share
their expertise in an approachable way
» Establish a consistent presence – make the Mayo
Clinic seem more familiar
» Use our reader panel to establish baseline brand
metrics – compare every 6 months

9. » Content Marketing Strategy:
Introduce readers to Mayo’s
expertise in an approachable way
» Weekly infographic in the
newspaper and on
StarTribune.com

10. 66% of readers
find “it” valuable
569k
“Health Highlights”
readers /week
2min spent on
Microsite
pages
79 Infographics completed

11. Drive memberships for Your Boat Club
» Essentially a boating timeshare
» Offers its members the fun of boating without the
hassles of owning and maintaining a boat.
» Members have access to boats on 7 Minnesota lakes
» Each lake offers a variety of different boats (ski boats, pontoons, etc.)
» Only 30% of our readers new Your Boat Club

12. » Quick education – did not have the budget
for frequency
» Use our reader panel to see how readers respond
to the content
» Pixel-tag Your Boat Club’s Web site to see how
campaign impacts traffic

13. 47 47 47
70
41
48
0
10
20
30
40
50
60
70
80
All Men Women 18-34 35-54 55-99
Did you like the ad?
(Strongly Agree)
54 53
56
87
54 52
0
10
20
30
40
50
60
70
80
90
100
All Men Women 18-34 35-54 55-99
Ad makes me feel
more positive about
the advertiser? 57 59
55
70
55
58
0
10
20
30
40
50
60
70
80
All Men Women 18-34 35-54 55-99
The ad is interesting
0
500
1000
1500
2000
2500
4/28 4/30 5/2 5/4 5/6 5/8 5/10 5/12 5/14 5/16 5/18 5/20 5/22 5/24 5/26
» 30k readers planned on visiting their Web site
» 10k readers said they would make a purchase

15. Engages consumers in a
crowded media
environment
Millenials respond
to recommendations from
experts and friends
Rapid proliferation of
marketing data allows
precise audience targeting
Effective at marketing to
consumers throughout
sales funnel

16. » Hyper-media environment makes it difficult to
capture consumer’s attention
» Content Marketing is designed to engage a
reader - not sell them

17. 85% of Americans divide their attention
between television and the internet

18. Media Dynamics, 2014
Consumers are exposed to 5,000
brands per day. They see 362 ads.

19. Only 86 are noticed
by consumers
Media Dynamics, 2014

20. Only 12 are
remembered
Media Dynamics, 2014

21. » Hyper-media environment makes it difficult to
capture consumer’s attention
» Content Marketing is designed to engage a
reader - not sell them

22. RESPOND TO EXPERTS
» Millennials are 45 percent more likely to respond
to experts than past generations.
» 70 percent look for endorsements from key
influencers

23. RESPOND TO PEERS
54 percent of millennials say user-generated content
influences their purchases

24. RESPOND TO FRIENDS
95 percent of millennials find their friends to be the
most credible source

25. REQUIRE AUTHENTICITY
Having grown up in the media age, millennials
sense authenticity. When they find a source to
be in authentic, they tune it out

26. CONSUMERS WANT TO BE
INFORMED, ENTERTAINED,
AND INSPIRED, NOT SOLD.

27. » Data collection increases at an
exponential pace
» Allows for increasingly precise targeting

28. INCREASINGLY PRECISE TARGETING
» Precise display ad targeting
» Audience targeting on social networks
» Retargeting – particularly
search retargeting

30. MORE DATA WILL BE CREATED IN 2017 THAN
THE FIRST 5,000 YEARS OF HUMANITY
App Developer Magazine. December, 2016.

31. » Content marketing can be tailored to
multiple levels of the buying funnel

32. DREAMING
» Engage consumers who
dream of travel
» Broadly targeted to probable
demographics
» Native ad positions,
social networks
» Be part of the conversation

33. PLANNING
Targeted to people who are actively
planning their vacation. Besides
SEM, search retargeting, content
benefits SEO

34. BOOKING
Retarget users who
have visited your site
with testimonials and
special offers
» The average traveler
visits 20+ travel
websites before booking
Expedia, 2016

35. Solicit testimonials, get
visitors to relive their
vacation:
» Content for swaying
new guests
» Tempers any
cognitive dissonance
POST VISIT

36. » Let the content guide the story type. Be visua.
» Grab attention – surprise and delight
» Leverage human interest
» Be subtle
» Don’t be a wonk! Write for your audience.
» Provide value

37. Increase bookings by being part of the conversation

39. From Pyramid Falls to Mount Robson: What’s Waiting
in the Canadian Rockies?
A Town Called Banff… and Why It’s So Special
Multi-generational Vacations Worth Sharing
Finally, a Must-Take Vacation List That Doesn’t Include
Paris…
Road Trip or Train Ride? What’s the Best Way to
Experience The Canadian Rockies?

40. »Best performing content
in the nation
»On average, readers spent
over 2 min on page

46. Objective: Draw tourists from Norther California
to Sun Valley, Idaho